Tourism Solomons Unveils New Destination Identity

Marking a new era for Solomon Islands on the international tourism stage, Tourism Solomons is poised to launch a global brand refresh drawing on the destination’s authenticity, adventure, culture and conservation through a distinctive new identity: Hapi Isles – Real, Rare, Raw.

Announcing the initiative, which references a nickname bestowed upon the destination in the 1960s, Tourism Solomons CEO, Andrew Nihopara said the underlying ethos of the new campaign was to build a clear understanding of what makes Solomon Islands distinct from anywhere else on the planet.

“For the first time, we have been able to distil the very essence of our Hapi Isles into a brand promise that captures exactly what today’s experience-seeking traveller is searching for, a place that remains genuinely real, remarkably rare and wonderfully raw,” Mr Nihopara said.

For too long, the Solomon Islands has been

“For too long, the Solomon Islands has been viewed through a generic South Pacific lens that fails to capture its true character. The Hapi Isles – Real, Rare, Raw platform moves the destination beyond pre-existing perceptions, showcasing experiences that remain increasingly difficult to find anywhere else in the world.”

Mr Nihopara said these experiences include world-class diving on WWII wrecks and pristine coral reefs, waters teeming with marine life, uncrowded surf breaks, eco-trekking through ancient rainforests, and a centuries-old living culture expressed through hundreds of languages spread across the nation’s 992-island archipelago.

As travellers increasingly seek meaningful connections and authentic experiences over convenience and commercialisation, he said, Solomon Islands is uniquely positioned to welcome those in search of something very real.

The initiative, which will be rolled out

The initiative, which will be rolled out in coming months, includes a new logo and suite of collateral replacing the iconic dugout canoe logo and the ‘Solomons Is.’ branding introduced in 2018.

The New Logo

The new Tourism Solomons logo features a ring of nine shapes, each shape reading as both an island and a shell, representing Solomon Islands’ nine provinces and referencing shell money which remains a living part of cultural exchange across the destination.

As befits a brand for Solomon Islands, the colours draw on the national flag, evoking the blue of the water, the yellow of the sun and the green of the islands’ lush vegetation.